Despite only joining Williams recently, Banco Santander will not continue its partnership with the Grove-based team for the 2026 season. Instead, Williams has secured a landmark multi-year deal with Barclays, marking the British bank’s first-ever entry into Formula 1.
Santander’s New Strategy: League Over Team
Santander isn’t leaving F1 entirely, but they are changing how they play the game:
- F1 Official Bank: Santander will remain a global sponsor of Formula 1 itself, with branding present at eight Grands Prix, including Miami, Austin, and Las Vegas.
- Madrid GP Support: The bank remains a founding partner of the Spanish Grand Prix in Madrid, set for its debut in September 2026.
- Exit from Cars: Neither Santander nor its digital brand Openbank will appear on the Williams FW48 or the drivers’ suits.
Barclays Joins the “New Era” Williams
Barclays joins Williams at a pivotal moment, coinciding with the massive 2026 regulatory changes and the arrival of Carlos Sainz.
- Brand Placement: The Barclays logo will feature prominently on the FW48 car (unveiled today), as well as on the helmets of Carlos Sainz and Alex Albon.
- Target Audience: Barclays is specifically targeting Williams’ growing young and diverse fan base (43% are under 35; 42% are women).
- Expanding Portfolio: F1 joins a high-profile Barclays sports roster that includes the Premier League and Wimbledon.
A New Look for 2026
Alongside Barclays, Williams is boosting its commercial roster with several new partners for the 2026 season, including Anthropic (AI), BNY, Wilkinson Sword, and Nuveen.